bob will be in charge of that as well as wireless technology. a different take on how apple is managing hardware technology. mob mansfield very much back in the game. going to be a key part of that. then some other top level executives are taking on additional responsibilities. among those, johnny, head of the industrial design, responsible for the look and feel of all of apple's products along with his team of about 60 industrial designers and meet in a super secret space, arranged like a kitchen table. in addition to that team he will also direct a human interface team across the could in charge of how that's things, all these devices, software looks. and feels. >> i have to ask you about -- i have to ask you about the timing of this. you are changing the head of retail ahead of the key holiday season. you are changing the head of the iphone and -- ios software, you know, just on the heels of the iphone 5 launch. what are the optics? this looks pretty negative. >> well, i don't know. i -- really immediate some time to talk to some people and t